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Content Marketing Goals

7 Jan, 2016
•
McKell Naegle

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Today, content marketing is more important than ever before. More importantly, good content marketing strategy is key to any successful business. The Internet is full of all types of content, and the best businesses produce quality content targeted to a specific type of user. So you’re producing quality content. Now what?

What kind of content do you want to produce?

Every industry and business has a different need for content marketing. It is important to research and decide what is best for you. Some options include blog posts, news articles, white papers, infographics, webinars, social media, and much more. Research, learn how to best produce content, and stick to a plan. Work with your marketing team to set a goal to produce a varied but relevant selection of content to target customers with.

How often do you want to produce content?

When producing content, it is important to be consistent. Don’t post five blog posts in one week, then none for a month. Choose a timetable, set a goal to stick to it, and create great content. You may post daily or only weekly, but as long as you are consistent, visitors will come. Make sure not to overstretch your content marketing team, but produce content at a rate you think is acceptable for your industry.

How do you want to measure ROI?

Content marketing differs from other marketing types because there are no set measurables or numbers that everyone sticks to. It’s up to you to choose some and stick to them. There are many different goals to set, but here are a few:

Increase brand awareness. Publishing good content can simply be a good way to get your brand name out there. This is harder to measure results, but it is a good goal to set.

Drive more traffic to your website. This is very easy to measure using Google Analytics or other comparable software. The goal is to produce content, distribute it, and bring people back to your website.

Generate sales leads. This requires more targeted content. When looking to generate leads, the goal isn’t to get as many views or visitors as possible, but to find customers who are willing to buy.

Convert more leads to customers. You may already have leads and an email list. This goal requires you to turn them into leads. This can be done through emails but more importantly through continuing to produce good content that drives leads through the sales funnel.

Increase brand loyalty, retention, and upsell. Maybe you already have a big following, but you have trouble getting customers to stay brand loyal and continue to use or buy your product. This can be a good goal to track.

These are just a few goals that your marketing team can set. Remember that the best content is created and distributed with goals and a plan, so start your marketing efforts off on the right foot and set some goals today!

Let us know what your content marketing goals are in the comment section below!